How do I see whether my messaging actually drives conversions compared to the control group?

Open Settings > Control groups and click the group's row. The page compares two groups drawn from the same audience:

• Treatment group: users who keep receiving your marketing messages.
• Control group: users held out from marketing messages.

To compare:

1. Select a time window: Last 3 days, Last 7 days, or Last 30 days, or pick an ended cycle under Previous.
2. Click Add events to compare (up to 10 events). Journey Conversion Goals appear automatically.
3. Read Conv. Control, Conv. Treatment, Uplift, and Significance for each event.
4. Pick an event in View event to open the Impact report, which adds Conversions driven by messaging, Confidence, P-value, Z-score, and a Group breakdown.

How to read it:

• Significant with positive uplift: messaging drives this event.
• Not significant: the difference isn't reliable yet.
• Not enough data: either group has fewer than 10 conversions or non-conversions.

Things to know:

• Push or email opens, clicks, sends, and bounces can't be compared, because control users never receive marketing messages.
• Data updates once a day.
• Resizing, reshuffling, changing countries or mode, or a cycle ending restarts the measurement window; don't compare results across it.

Learn more: Analyze control group impact